Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

Weight Management and Wellbeing in Japan

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Executive Summary

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PROSPECTS

Changing attitudes lead to decline in meal replacement

Changing attitudes to diet and nutrition are having a negative impact on the meal replacement category in the Japanese market. The rise in consumer health-consciousness and the development of an increasingly holistic approach to health and wellbeing have encouraged consumers to look beyond simply losing weight and led to growing interest in maintaining a generally healthy body.

During the review period, the meaning of “weight management” bifurcated. On the one hand, it continues to refer primarily to weight loss, but on the other it has embraced the idea of maintaining health.

Supplement nutrition drinks used in care for the elderly

Japan has the oldest population in the world, with a median age of 47.8 in 2018, and it is continuing to age as a result of a falling birth rate and increasing longevity.

COMPETITIVE LANDSCAPE

Fancl closes the gap on DHC Corp

DHC Corp remained the largest player in weight management and wellbeing in 2019, though it saw its lead cut significantly by the expansion of Fancl during the year. Second-placed, Fancl’s strong performance was supported by the success of its core brand, Calolimit, in gaining popularity amongst younger consumers through marketing activity and increased availability in mass channels such as drugstores and convenience stores.

With consumer health-awareness becoming more sophisticated and consumers displaying an increasing interest in precise functionality, the market is becoming less viable for products with a vaguely health-orientated positioning. However, there are considerable barriers to making functional claims.

Mei Balance benefits from mass store-based distribution

While some supplement nutrition drinks are distributed mainly through internet retailing, Meiji Co Ltd’s Mei Balance has seen strong growth by developing its presence in mass retail channels such as convenience stores and drugstores. This exposure to a mass audience has helped it to achieve significant levels of awareness amongst consumers.

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